Most professionals need want and yes, even deserve more new business.

Like most business owners and other self-employed individuals, professionals are busy people.

Many barely have time to properly serve current clients, let alone try to attract new ones. And even if they had the time to work on growing their businesses, many lack the appropriate know-how to make it happen.   …more


In a recent post, I raised the question How Many Marketing Strategies Do You REALLY Need?

2009_bestWith the answer leaning to less is better, the obvious next question is what are the best strategies for marketing professional services? In the simplest of terms, what strategies will generate the most new business?

Sources Of New Business

Regardless of the service that we provide, there are only two sources of new business:

  1. new clients
  2. more business from existing clients

In order to attract more new potentially ideal clients, it is important for to offer them a compelling reason for choosing you instead of the competition. One element of this compelling reason is our personal brand, which helps distinguish us from the competition. The second element is our brand promise, which helps prospective new clients understand how they will benefit from our services.

Similarly, to generate more repeat business from past clients, it’s important to offer a compelling reason for hiring us again.

What value will they enjoy from more of the same type of service that they received in the past? Or equally important, what value would they receive from one of the your service areas that they have not yet experienced? (As a side note, helping clients enjoy services they have yet to experience, raises the question of how much clients know about your entire range of services. Concentrating only on those services that clients normally need could represent a huge lost opportunity).

Pull Marketing

Offering compelling reasons for potentially ideal choosing you or current clients choosing repeat business are examples of pull marketing. According to, “A pull strategy involves motivating customers to seek out your brand in an active process.”

In other words, it’s about “Getting the customer to come to you”

From the perspective of marketing professional services, the best pull marketing strategies include:

  • referrals
  • user-friendly information-rich websites
  • blogging
  • social media
  • public relations activities such as writing for publication and
  • public speaking

Given that marketing services marketing is about attracting more new clients and repeat business, the best marketing strategies for professionals get the clients to come to us. And that’s the magic of pull marketing.

To learn more, see:

If you love serving clients, but hate marketing…or are too busy to market … help is on the way.

Too many professionals see marketing as shameless self-promotion and aggressively pitching their services. Perhaps the norm in other businesses, these techniques don’t help market professional services.

Marketing professional services is about generating more new business.

There are two primary sources of new business.

The best source is repeat business from current and past clients.

The next best source is referrals from friends and family, clients and contacts.

Along with six other experienced professionals I am developing a website that help you learn what you need to know to generate more repeat and referral business. Watch for the launch of this site, coming soon.

If however, you enjoy marketing professional services, and want to join participate in the development, let me know. Experienced professionals are always welcome.

Here’s a quick question for you. When a client asks for your help with a specific problem, what is the best response?

Obviously the nature of the response depends upon the nature of the problem.

Urgent issues require immediate attention: prevent the situation from worsening and reassure the client that you can and will help resolve the issue.

The Best Response

However, once the urgency has been resolved, what is the next best response? Thank the clients for the opportunity of helping them and send them on their way?

What about helping clients take appropriate actions to prevent the recurrence of the same or similar issues? That would be a good approach to satisfy clients even more by exceeding their expectations.

An even better approach would be to help the client resolve the problem in such a way that both addresses any urgency in the situation and also makes the best possible contribution to helping the client achieve his goals.

More Revenue And Achieve Goals

Many service professionals experience a sense of urgency in their marketing.

They need more revenue…and they want it now. So they instinctively start looking for new clients to generate the new revenue they need. Once they have rounded up enough new business to reduce the urgency of needing revenue…problem solved. Back to business as usual: serving clients.

What about taking appropriate actions to reduce if not eliminate the recurrence of recurrence of urgent cash flow issues?

Or even better, what about addressing the need for more revenue in such a way that resolves the problem in such a way that addresses the urgency of the situation and also makes the best possible contribution to achieving business goals?

Whenever we face cash flow crunches, many of us instinctively we react by starting the hunt for new clients. Lost in this knee-jerk reaction to stop the pain is the bigger picture importance of achieving our goals.

Yet another example of the productive tension of marketing professional services, a pressing need for new revenue also offers the opportunity to help us achieve our overall goals.

Just like helping clients with their issues, it’s a whole lot more than just making the problem go away.

<<<previous post in series

You know that uncomfortable feeling you experience whenever you think about marketing?

Maybe it’s just a tingling little sensation of unpleasantness…or perhaps it’s a deep down visceral ‘I HATE marketing!”

Your discomfort with marketing need not be an insurmountable obstacle to successfully attracting new clients. The disconnect between what you like to do, which would be serving clients…and what you don’t like to do—marketing—could be considered the tension of marketing.

Like stress, tension can be a positive element in our lives. As the Institute for Productive Tension tells us:

“Just as the strings on a guitar must be tightened to produce a range of notes, Productive Tension results when we find the appropriate balance between too much tension and not enough, between the extremes of stress and complacency.”

The productive tension of marketing results when we strike a balance between too much marketing-generated stress and stubbornly ignoring anything to do with marketing.

In other words, we need the stress of continuing to generate new business to serve as the pressure that prevents us from defaulting to the self-created complacency of avoiding marketing.

To effectively manage this stress…or the productive tension of marketing…it’s helpful to re-frame marketing as an extension of client service.

In order to help with this re-framing process, I have recently launched a series of blog posts outlining the connection between ‘marketing’ and client service.

I invite you to join the conversation, share your experience and help others learn how to effectively manage the productive tension of marketing.

next post in series >>>

1. If you do what you’ve always done, you will get the results you have always gotten.

2. If you stop doing what you’ve always done, you will get different results.

3. If you do what you’ve always done…but do it better…you will get better results.

4. If you want more new business…improve your marketing.

To learn where to start improving your marketing, complete this free marketing performance assessment.